Global TV news network RT has launched a bold new out-of-home (OOH) advertising campaign that drives to the heart of anti-colonialist sentiment across the African continent, and emphasizes RT’s commitment to dismantling of neo-colonialist narratives in news media.
The campaign titled ‘Your values. Shared’ includes activations across key business and diplomatic hubs. It features Kwame Nkrumah, Ghanaian Pan-Africanist and Former President, Julius Nyerere, Tanzanian anti-colonial activist and Former President, Milton Obote, Former President of Uganda and Robert Mugabe, Former President of Zimbabwe.
Other executions include static and dynamic billboards in Kenya featuring Professor PLO Lumumba. They promote RT International’s newest show ‘Lumumba’s Africa’ hosted by Prof. Lumumba, which aims to explore the most pressing issues in Africa today.
The show takes a deep and insightful look into the matters that are still most salient to Africa with Professor PLO Lumumba who takes his audience on a dramatic and educated tale of African issues like economic development, the colonial legacy, the energy, the education etc.
Longer-form digital video promos are also running in the in Addis Ababa airport in Ethiopia, showcasing the breadth and depth of RT’s decades’ long journalistic work on the continent and beyond.
Activations are currently running in Ethiopia, Kenya, Ghana, Zimbabwe, Tanzania and Uganda, highlighting not only important voices that have contributed to today’s Africa, but also the variety of views and positions that RT itself brings to its African audience.
“The quotes of the great African leaders that we use in our newest campaigns throughout multiple African countries are as relevant today as when the words were first uttered. They reflect a vision of Africa that is free from colonial exploitation – whether in its traditional, official forms of the past, or the thinly veiled practices of today. Understanding our audience and sharing their values lies at the heart of this 2024 campaign. We want our viewers and readers to know that no matter what, RT’s Africa-centered programming will keep serving them, engaging with their values and, hopefully, inspire them to join the conversation,” commented RT Deputy Editor-in-Chief, Anna Belkina.
RT journalists is obviously keen to bring the network’s international audience breaking news, vital stories and local and global voices alike, focusing on oft-ignored or overlooked points of view, 24 hours a day.
The campaign will run until the end of summer 2024.
